Conversational Marketing Strategic Underpinnings Tom Hespos - President Underscore Marketing Tom Troja - VP Marketing Pajamas Media Todd Riley – VP Digital Director GM PlanWorks Liz Vanzura - Global Marketing Director Cadillac The Can We Talk TM Conversational Marketing Process
Why This matters - Marketer Control Has Changed
The past was Marketers talk – Customers Listen
Were doing same things with same tools
Push messages with broadcast, radio, print etc.
Technology changed, people now can avoid this
Search, Tivo, WiFi, podcast etc.
We’re evolving to a new system that customers control
"Today it's all about trust, community, and creating a dialogue with your customer that shares real knowledge," says Hayes Roth - CMO - Landor. “ Cut down on hype and connect with Customers” Why This Matters – What Works Today?
Create a plan that invites people to talk and you to listen
Integrate conversation into what people talk about
Find your voice, talking to your neighbor
MyCadillacStory…. It just fits
Step 1 - Preparing to Talk
Dedication to Conversation
Why This is Smart Move For Cadillac and GM Top 5 Media Influences on Consumers Buying a Car Purchase Influence Consumers Influenced Automotive Ad Spend % 1. Word of Mouth 30% NA 2. TV 24% 47% 3. Read Article 21% NA 4. Newspaper 20% 30% 5. Magazine 17% 11% Source: Ad Age Domestic Spending by Category (2005) and BIGresearch, 2007